Gordon, Geoffrey L.; Calantone, Roger J.; di Benedetto, … - In: Journal of Product & Brand Management 2 (1993) 3, pp. 4-16
Posits a stagewise learning process involved in the building of brand equity: brand birth; the creation of brand awareness and associations; the building of quality and value perceptions; the emergence of brand loyalty; and the launching of brand extensions. Also reports on an empirical study...
